Influencer Marketing and Traditional Marketing in China: How Does Influencer Marketing in the Leisure Food Industry Affect Purchase Intention

DOI

10.2991/assehr.k.211209.249How to use a DOI?

Keywords

Influencer marketing; leisure food; China; purchase intention; interactivity; celebrity worship; cross-channel cooperation

Abstract

In the past few years, due to the popularization of intelligent technology and the impact of fragmented media on information dissemination, emerging influencer marketing has gradually replaced the traditional marketing model and occupied a dominant position in the market. The aim of this study is to what extent influencer marketing has affected consumers’ purchase intentions, with the main focus on the leisure food industry. This study discusses the factors that influence consumer decision making in terms of interactivity, celebrity expertise and cross-platform cooperation. We conducted a questionnaire survey among 100 participants and analyzed the effects of influencer marketing on their decision making of leisure food, with the comparison of traditional marketing. Finally, implications for research and future practices are also discussed.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Xiaoyu Guo
AU  - Weiyue Li
AU  - Hongrui Hu
AU  - Lisi He
AU  - Shengjie Li
PY  - 2021
DA  - 2021/12/15
TI  - Influencer Marketing and Traditional Marketing in China: How Does Influencer Marketing in the Leisure Food Industry Affect Purchase Intention
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1535
EP  - 1541
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.249
DO  - 10.2991/assehr.k.211209.249
ID  - Guo2021
ER  -